Marketing System: Developing Wine Tourism in Regional Australia

This report examines the challenges of developing wine tourism in regional Australia. It begins with an introduction highlighting Australia's natural beauty and its growing wine export market, which attracts tourists and generates revenue. The report then focuses on the product under consideration: Australian wine, emphasizing its quality and the country's position as a major grape producer. It identifies key issues and challenges, including the need for improved marketing strategies, potential raw material shortages, and the need for substantial investment. The report also addresses the misconception of wine being solely alcohol and the need for proper marketing to create awareness. The value addition section discusses Australia's climate and its positive impact on grape production, while also referencing CSIRO standards for alcohol content. The conclusion summarizes the industry's global market presence and its significance for the country's economic prosperity, emphasizing the quality of Australian wines. References to academic sources are also provided.

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Contents
The challenges of developing wine tourism in regional Australia..................................................2
1) Introduction:................................................................................................................................2
2) Product under consideration:.......................................................................................................2
3) Issues & Challenges....................................................................................................................2
4) Value Addition............................................................................................................................3
5) Conclusion...................................................................................................................................3
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The challenges of developing wine tourism in regional Australia.
1) Introduction:
Australia is much enriched for natural beauty and culture. This country is much famous among
the tourists. This country is famous for its reef, wildlife and wines. Over the past few years, this
country has become the largest wine exporter in the market. These wines are manufactures from
grapes. Grapes are now rapidly increasing their market in order to make growth for this country.
The wine which is made by those Australia grapes helps this country to attract their tourists and
helped them to make a huge profit through this tourism industry. Thus we can say wine is
expanding the opportunities to grow the regional tourism flourish. This Australian wine is not
only famous within the country it becomes famous all over the world. Some people drooling over
this wine and they came to Australia only to taste the wine. Thus we can say this wine industry
helped this country to earn recognition in the national market and helped them to earn revenue
which is prosperous for the country as well.
2) Product under consideration:
With the help of tourism industry, Australia earns more than 70 billion USD per year. Most of
the money invested in the growth and development of this country. As we can see the wine
which is produced by Australia now become very famous throughout the world the government
of Australia earns more money and benefits from this (Taylor and Taylor 2017). Australia has
become the largest wine exporter around the world. The main key to the success of this wine
industry is the rate and quality. We all know wine is the most costly product as it is not direct
alcohol it I made from the fruits, especially grapes. Australia is the largest grape producer in the
world thus there are sufficient raw materials have been present or the production of the wine. In
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such reasons, Australia can offer to their customers this highly expensive product at a very low
price. Secondly, the quality and marketing strategies which they are approaching is the best at
their own perspective, which will become helpful for the growth of this industry (Alonso et al.
2015). There are various brands are present in the market some of them are Lindeman,
Rosemount etc. these products are considered as the best quality products not only for the people
of this country even among the tourists also.
3) Issues & Challenges:
As we can see the future of this industry is very bright and there are several opportunities as
well. Despite having so many openings and opportunities this kind of industry have facing
several issues which are creating too many barriers for the growth of this industry. Some of the
issues are:
 The marketing strategy of this industry is not that much planned which this industry
actually requires. As we all know business and marketing strategy is a primary
requirement for any kind of business. To endorse their product it is very important for an
industry to branding their products (Adhikari et al. 2018).
 Sometimes this industry faces a lack of raw materials. This wine is actually made up of
grapes. Sometimes grapes are unavailable from the market in such cases this industry
needs to compromise their quality as they cannot get the raw materials.
 This industry needs lots of investment and funding as well. For the growth, this industry
needs to invest a huge amount of money (Perkins and Khoo-Lattimore 2019). As the quality
of this wine is much enriched thus for creating proper brand image this company needs a
huge amount of money for branding.
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 The most challenging issue this industry is facing that most of the tourists think that the
wine is all made up of alcohol which is not true completely. Wine is generally made up of
the juice of grapes. For creating awareness this industry needs a lot of investment.
4) Value Addition:
Australia is much enriched with culture and climate. The climate is very soothing for the tourists.
In this kind of climate is very good for growing varieties of fruits or crops. Thus Australia
produces a large amount of grapes and other tropical fruits (Gómez, Pratt and Molina 2018). These
grapes are generally using for making wines. These wine industries are generally found in the
regional areas of Australia. To maintain the quality of these wine CSIRO creating some
boundaries and limits as well. As we all know wine is made up of alcohol but according to the
CSIRO standards, the amount of alcohol must be within some regular limit. We all know alcohol
is injurious for not only the physical health it can damages the mental health also. In this way,
the Australian wine is different from any other wines which are found in the various other parts
of the world. most of the people have not any kind of idea of this (Clark 2018). Thus these wine
industries need a proper marketing strategy and planning to properly introduce their products
with all over the world and their tourists as well.
5) Conclusion:
This wine industry of Australia now holding the biggest market not only inside the country they
are holding a large market all around the world also. Countries growth and prosperities are also
depended on this industry nowadays. Australian wines are like heaven for wine lovers, thus these
are exported all over the world. Those are very mild as this contains very little amount of alcohol
and very tasty. This quality made them best in their own field.
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References:
Adhikari, R.P., Bonney, L., Woods, M., Clark, S., Coates, L., Harwood, A., Eversole, R. and Miles, M.P.,
2018. Applying a community entrepreneurship development framework to rural regional
development. Small Enterprise Research, 25(3), pp.257-275.
Alonso, A.D., Bressan, A., O'Shea, M. and Krajsic, V., 2015. Perceived benefits and challenges to wine
tourism involvement: An international perspective. International Journal of Tourism Research, 17(1),
pp.66-81.
Clark, A., 2018. Growing wine exports and tourism. Australian and New Zealand Grapegrower and
Winemaker, (657), p.85.
Gómez, M., Pratt, M.A. and Molina, A., 2018. Wine tourism research: a systematic review of 20 vintages
from 1995 to 2014. Current Issues in Tourism, pp.1-39.
Perkins, R. and Khoo-Lattimore, C., 2019. Friend or foe: Challenges to collaboration success at different
lifecycle stages for regional small tourism firms in Australia. Tourism and Hospitality Research,
p.1467358419836719.
Taylor, S. and Taylor, M., 2017. The Aroma of Opportunity: The Potential of Wine Geographical
Indications in the Australia-India Comprehensive Economic Cooperation Agreement. In The Importance of
Place: Geographical Indications as a Tool for Local and Regional Development (pp. 81-107). Springer,
Cham.
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